Merge Tags, sometimes referred to as merge tags, are data fields that can be collected through DojoMojo and sent to your Email Service Provider (ESP) through your integration to help you segment your list, personalize your sends, and optimize your email marketing.
Setting up merge tags allows you to set what fields DojoMojo send your ESP based on what the fields in your ESP are labeled.
Example: Brand A has first name set as FIRST_NAME in their ESP. They are now able to set the first name field in Dojo to export as FIRST_NAME so it will match on their side and import correctly. Now that brand will be able to personalize their emails.
DojoMojo is able to export merge tags to the ESPs listed here.